A consumer is identified engaged in an activity at a specific physical location. A context is formulated for the consumer based on the activity, the location, preferences associated with the consumer, and a history associated with the consumer. A natural language voice-based assistance session is initiated with the consumer. The session follows the consumer as the consumer travels and remains engaged in the activity. In an embodiment, the session is seamlessly maintained and is seamlessly transferred from a plurality of different devices as the consumer is engaged in the activity and travels. In an embodiment, the session is initiated without the consumer requesting the session.